World
Tourism Day.
A two-day sensory global journey across five continents in Riyadh — kinetic sculptures and calligraphy interpreting international poems for the Saudi Year of Arabic Poetry.
For UNWTO World Tourism Day 2023, the Saudi Ministry of Tourism partnered with Early Spring to develop strategy and concept a two-day experience in Riyadh — bringing tourism to life through a sensory global journey across five continents.
Each of the continents — Australasia, Asia, Africa, Europe, and South America — was interpreted through kinetic sculptures and calligraphy set against international poems, in celebration of the Saudi Year of Arabic Poetry. Guests moved between the continents accompanied by projected animations and live performances: an Indigenous Australian Jukurrpa artist, a Japanese tea ceremony, North African artisans at work.
The journey closed with Saudi hospitality — Arabic coffee, traditional music, and the warmth of arrival. The activation anchored a conference that drew 40 speakers and hundreds of delegates from across the world tourism community over the two days of September 27th and 28th.